Always - Periods are great

This campaign for Always feminine protection set about countering a loss of share among older teenage girls (in the 16-19 year old bracket).
Agency: Leo BurnettAuthor: Michelle Traylor

Always – Periods are great

Michelle Traylor

This is the story of how meticulous planning paved the way for a dramatic unleashing of period power, rather than mere period protection.


Always, the world's best-selling pad brand, has kicked arse in the European femcare world since its launch in 1990. Fact. It has done so through a nifty combination of patented superior technology, consistent advertising and a genuine understanding of what makes women tick. Always is synonymous with superior protection and has a large heritage of trust. Educating teens about...

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